ABSTRAK

Penelitian ini bertujuan untuk mengetahui penerapan teknologi Augmented Reality (AR) sebagai media promosi kampus di STMIK Dharmapala Riau serta menggali persepsi mahasiswa terhadap efektivitas media promosi tersebut. Di era digital, persaingan antar perguruan tinggi semakin ketat sehingga diperlukan media promosi yang inovatif dan menarik. Media promosi konvensional dinilai kurang efektif dalam menarik perhatian generasi muda yang akrab dengan teknologi digital. Penelitian ini menggunakan metode deskriptif kualitatif. Data diperoleh melalui wawancara, observasi, dan pengisian kuesioner dengan pertanyaan terbuka kepada mahasiswa Program Studi Manajemen Ritel Semester 5 Pagi. Data dianalisis secara kualitatif dengan cara mereduksi data, menyajikan data, dan menarik kesimpulan untuk menggambarkan persepsi responden terhadap penggunaan media promosi berbasis Augmented Reality. Hasil penelitian menunjukkan bahwa media promosi kampus berbasis Augmented Reality dinilai menarik, interaktif, dan mampu menyajikan informasi kampus secara lebih jelas. Teknologi Augmented Reality memberikan pengalaman visual yang berbeda dibandingkan media promosi konvensional sehingga meningkatkan ketertarikan terhadap informasi kampus. Kesimpulan penelitian ini menunjukkan bahwa penggunaan Augmented Reality berpotensi menjadi media promosi kampus yang efektif dan inovatif di STMIK Dharmapala Riau.

Kata kunci: : Augmented Reality, Promosi Kampus, Media Promosi, Kampus

ABSTRACT

This study aims to examine the application of Augmented Reality (AR) technology as a campus promotional medium at STMIK Dharmapala Riau and to explore students’ perceptions of the effectiveness of this promotional media. In the digital era, competition among higher education institutions has become increasingly intense, making innovative and attractive promotional media necessary. Conventional promotional media are considered less effective in capturing the attention of younger generations who are familiar with digital technology.This study employs a descriptive qualitative research method. Data were collected through interviews, observations, and open-ended questionnaires administered to students of the Retail Management Study Program, Semester 5 Morning Class. The data were analyzed qualitatively through data reduction, data presentation, and conclusion drawing to describe respondents’ perceptions of the use of Augmented Reality-based promotional media.The results indicate that Augmented Reality-based campus promotional media are perceived as interesting, interactive, and capable of presenting campus information more clearly. Augmented Reality technology provides a different visual experience compared to conventional promotional media, thereby increasing interest in campus-related information. This study concludes that the use of Augmented Reality has the potential to become an effective and innovative campus promotional medium at STMIK Dharmapala Riau.

Keywords: Augmented Reality, Campus Promotion, Promotional Media, Campus.